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case study
Real-time data-driven media that matches the conditions each farmer is experiencing on their farm.
Project Description
Every farm’s nutrient needs are different. So, we developed a system that monitors multiple real-time data sources, from soil moisture level to sunshine hours, to tailor nutrient advertising to the conditions on each farm.
KEY Outcomes
More qualified traffic
Higher conversion rates
The Challenge
Maintaining healthy farm soil is complex, and a farm’s nutrient needs are heavily influenced by environmental conditions which can change fast. Ballance Agri-Nutrients needed their advertising to reflect those conditions.
The Solution
We built a first-of-its-kind dynamic contextual monitoring system that fuses live data from a range of data partners and then triggers media bids based on custom decision algorithms that reflect conditions at a farm-level. Those data inputs included soil moisture level, temperature, and vegetation cover.
We called this system “farm genie”. It makes over 10,000 API calls per month to continually refresh and refine Ballance Agri-Nutrient’s advertising programme.
The Result
“Farm genie” delivered more relevant digital advertising, more often; delivering Ballance Agri-Nutrients more qualified traffic and higher conversion rates.
